What does a marketing automation software cost?
A marketing automation software costs between 0 and +20,000 DKK per month. You can get basic email automation functionality in free tools such as MailChimp, but this is rarely sufficient if you want to remain competitive in the market. At the other end of the scale, there are complex all-in-one CRM, marketing and sales platforms that cost up to 20,000 DKK per month. The price of a marketing automation software therefore depends on your needs and the purpose of the tool, as well as how many contacts need to be managed in your system. The vast majority of marketing automation platforms regulate their pricing based on the number of contacts and the number of emails sent per month.
The best email marketing automation softwares
It is not possible to name a clear favourite when looking at marketing automation software. What works best is a balance of your needs, business model, price level and the ROI we expect it to generate. Nevertheless, we present here a list of the platforms that we at Searchmind consider to be the best — and compare them to give you an insight into their advantages and disadvantages, as well as which types of businesses each is particularly suited to.
1. Klaviyo
Market
Ideal for small, medium and large e-commerce businesses that want to leverage customer data to create personalised and dynamic customer experiences. This is for companies with high ambitions for their email marketing and a strong desire for tailored, segmented flows.
Advantages
- Advanced segmentation and personalisation based on comprehensive customer data, making it possible to tailor your email marketing in detail and reach customers exactly where they are in the customer journey.
- The ability to create personalised flows based on customer behaviour to maximise customer value and drive conversions.
- Strong integration with a wide range of e-commerce platforms such as Shopify, Magento, WooCommerce, Dandomain, BigCommerce and many more.
- The benchmarking feature allows you to compare your performance against similar companies in the industry.
- Extensive data collection on email flow and campaign performance, providing insights into areas for improvement and overall performance.
- Access to Klaviyo AI, which — by collecting users' past and present behaviour — predicts how they are likely to act going forward.
Disadvantages
- The pricing structure can potentially become costly as your contact list and email volume grow. Klaviyo only makes sense to use if you have the resources to take advantage of the platform's many features.
- The complexity of the platform requires you to invest time in understanding its many features and data foundation — and to have the necessary resources to handle the work involved.
Price
Starts free; scalable plans based on the number of contacts and emails sent per billing period.
Level
Suitable for intermediate to advanced users.
2. ActiveCampaign
Market
Small to medium-sized businesses looking for a powerful combination of marketing automation, CRM and omnichannel marketing.
Advantages
- Integrated CRM system that ensures an improved customer experience and relationship.
- Automation options and customer segmentation, as well as the ability to split-test campaigns and receive suggestions for improving content and email send times.
- Support for omnichannel strategies, including email, SMS and social media.
- A user-friendly platform with an intuitive interface that makes it straightforward to set up complex automations without extensive prior experience.
- Opportunity for extensive integrations with CRM and e-commerce platforms such as Shopify and BigCommerce.
Disadvantages
- Price can increase significantly based on the number of contacts and features used.
- Requires time to master all features due to the breadth of the platform.
- Can feel complex in terms of the many available reporting tools, which can make it challenging to obtain the insights you are looking for.
- Limited CRM compared to specialised platforms, meaning the CRM features are not as in-depth as those found in dedicated CRM platforms such as SalesForce.
- Limited integration options for e-commerces.
Price
Starts from $9 per month; increases with advanced features and contact volume.
Level
Suitable for intermediate to advanced users.
3. Voyado
Market
Businesses of any size in the retail and e-commerce sector. The platform helps brands create relevant shopping experiences, increase customer loyalty and drive business growth through features such as product discovery and improving the customer experience across channels via advanced customer data analysis. Consider Voyado if you want to centralise your data between physical stores and e-commerce and have a minimum of 20,000 active subscribers.
Advantages
- Integrated CRM and data collection that makes it possible to consolidate customer data and understand and engage customers throughout the buying journey.
- Opportunity for advanced marketing automation and segmentation based on detailed insights and data analysis.
- Establishment of comprehensive omnichannel marketing strategies, including email, SMS, social media and physical stores, to ensure a consistent customer experience across all channels.
- Features a user-friendly interface that makes it easy to create and manage complex campaigns and automations.
Disadvantages
- The price varies based on the desired number of features, which means the platform can be costly for smaller businesses that want deep insights and access to advanced setup options. Voyado is generally considered one of the more expensive marketing automation platforms.
- The many features and customisation options may require time for new users to get to grips with.
- Limited integration options for e-commerces and/or costly integration options.
Price
Varies depending on advanced features, volume of data and contact volume.
Level
Suitable for all user levels, as it is possible to create both simple campaigns and advanced automations.
4. SalesForce
Market
Businesses of a certain size across a wide range of industries. The platform offers solutions within sales, customer service and marketing, among other areas, making it ideal for companies that want to scale and optimise their customer interactions.
Advantages
- Comprehensive CRM features that help with effective management of customer relationships, from lead handling to customer service.
- A wealth of customisation options that make it possible to tailor features, dashboards and reports to the specific needs of the business.
- With AppExchange and extensive APIs, Salesforce can be integrated with a large number of other software solutions, increasing its functionality and versatility.
- The ability to access data regardless of where employees are located, enabling remote working and global teams.
Disadvantages
- A complex platform due to its extensive features and customisation options, which can feel overwhelming for new users and often requires specialised training.
- The cost can be higher than other CRM solutions, particularly if you require multiple user licences and advanced features.
- Due to the platform's complexity and customisation options, implementation can be time-consuming and demand significant resources.
Price
The platform offers several pricing tiers, ranging from basic plans to more advanced packages that scale in price depending on the features and level of support required.
Level
Suitable for users at all levels. The platform offers extensive educational resources and certifications to help users get the most out of their CRM investment.
Summary
When choosing a marketing automation software, it is essential to consider your specific needs and goals. Each of the platforms mentioned offers unique benefits and is suited to different needs and budgets.
We most often recommend choosing a scalable solution, as switching software at a later stage can be cumbersome and resource-intensive. A well-considered decision ensures that you end up with a solution you will be happy with over time. In many cases, it can be worth investing in software that you can grow into, rather than switching when your needs (quickly) change.
